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Flipkart's Big Billion Days: Media Buying Insights

The document discusses Flipkart's Big Billion Days campaign, focusing on its programmatic media buying strategy aimed at driving traffic and user engagement, particularly in Tier 2/3 cities. It outlines the types of media buying, key stakeholders, and the components of programmatic advertising, emphasizing the use of automated systems for targeted ad placements. The benefits of programmatic advertising include precision targeting, real-time analytics, efficiency, and scalability.

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Chitralekha Madhusudhanan
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6 views10 pages

Flipkart's Big Billion Days: Media Buying Insights

The document discusses Flipkart's Big Billion Days campaign, focusing on its programmatic media buying strategy aimed at driving traffic and user engagement, particularly in Tier 2/3 cities. It outlines the types of media buying, key stakeholders, and the components of programmatic advertising, emphasizing the use of automated systems for targeted ad placements. The benefits of programmatic advertising include precision targeting, real-time analytics, efficiency, and scalability.

Uploaded by

Chitralekha Madhusudhanan
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

CHITRALEKHA MADHUSUDANAN

24121105
Flipkart’s Big Billion Days
– A Masterclass in Programmatic Media Buying

Objective Media Buying Strategy


Drive high-volume traffic Platforms Chosen:
to the platform Google Display Network
Increase user (GDN)
engagement across India Facebook & Instagram
(especially Tier 2/3 cities) YouTube
Deliver personalized Hotstar, MX Player (OTT)
offers to diverse customer Times Internet, NDTV
segments (News sites)
Mobile gaming apps

01
How Programmatic
Advertising Powered the
Campaign

02
What is
Media
Buying?
“Media buying is the process of purchasing advertising
space and time on various platforms in order to display
promotional messages to a target audience.”
— Belch & Belch (2018)

The main goal:


👉 Reach the right audience, in the right place, at the right
time, within the budget.

03
Types Of Media
Buying
Direct Buying: Negotiation with
publishers for ad space.
Programmatic Buying: Automated
purchase of ad space using
algorithms.
RTB (Real-Time Bidding): Ads are
bought/sold in real-time auctions.
Preferred Deals & Private
Marketplaces: Pre-negotiated deals
with specific publishers.
Key Stakeholders in
Media Buying
Advertisers: Brands wanting to promote products/services.
Agencies: Plan and execute media buying (e.g., WPP,
Omnicom).
Publishers: Own the media inventory (websites, TV networks).
Ad Exchanges & DSPs: Platforms where ad inventory is
bought/sold.
Data Providers: Offer insights for better targeting.
What is
Programmatic
Advertising?
Definition: Automated buying and selling of online
ad space using AI and data.

Objective: Deliver ads to the most relevant audience


in real time.

Components:
DSP (Demand Side Platform): For advertisers.

06
SSP (Supply Side Platform): For publishers.
DMP (Data Management Platform): Stores and
processes audience data.
How Programmatic
Advertising Works &
Benefits
User visits a webpage. Precision Targeting: Based on
Ad space is offered on an ad exchange. demographics, behavior, interests.
DSP evaluates the bid based on user Real-Time Analytics: Instant performance
data. tracking and optimization.
Highest bidder wins in milliseconds. Efficiency: Reduced manual work, higher
Ad is shown to the user instantly. ad placement speed.
Scalability: Reach millions of users across
devices.
Media Buying vs Programmatic
Advertising

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